【本书目录】 导言 A Study of Intertextuality in English Print Advertisements 1. Introduction 1.1 Purpose of the Research 1.2 Data Collection and Research Methodology 2. Literature Review 2.1 Historical Overview of Theories on Intertextuality 2.2 Previous Studies on Intertextuality in Advertising 2.3 Basic Notions of Advertising 2.4 Basic Notions of Intertextuality in Advertisements 3. Case Analysis: Intertextuality in Print Advertisements 3.1 Forms and Functions of Intertextuality in Print Advertisements 3.2 Discussion 4. Conclusion Bibliography A Study of English Print Advertising Communication from the Perspective of Relevance Theory 1. Introduction 1.1 Purpose of the Research 1.2 Significance of the Research 1.3 Research Methodology and Data Collection 2. Literature Review: Relevance-Tbeoretical Research in Advertising Communication 2.1 An Overview of Relevance Theory 2.2 Relevance Theory-Based Research in Advertising Communication 3. Ad Headlines as Ostensive Stimuli and Relevance Optimizers 3.1 Basic Notions of Relevance 3.2 Advertisement Headlines as Ostensive Stimuli 3.3 Advertisement Headlines as Relevance Optimizers 4. Advertising Communication and Inferences 4.1 Ostensive-Inferential Communication 4.2 Informative and Communicative Intentions in Advertising 4.3 Overt Advertising Communication 4.4 Covert Advertising Communication 4.5 Inferences in Advertising 5. Conclusion 5.1 Summary 5.2 Limitations and Suggestions Bibliography Sex Roles in Magazine Advertisements -- A Comparison between Ads for Chinese Domestic Companies and for Sino-US Joint Ventures 1. Introduction 1.1 Subject and Purpose of the Study 1.2 Rationale 2. Theoretical Framework 2.1 Cultural Values and Sex Roles 2.2 Concept of Advertising 2.3 Previous Studies on Sex-Role Portrayal in Advertisements 3. Hypotheses and Methodology 3.1 Hypothesis Gener 4. Results and Hypothesis Testing 4.1 Hypothesis 1 and 2 4.2 Hypothesis 3 4.3 Hypothesis 4 5. Conclusions 5.1 Discussions 5.2 Implications 5.3 Limitation and Recommendations for Future Study 6. Appendixes Bibliography A Genre-Based Analysis of English Print Tourism Advertisements 1. Introduction 1.1 The Importance of Tourism Advertisements 1.2 Objectives of the Research 2. Literature Review 2.1 Genre and Genre Analysis 2.2 Appraisal Theory 3. Methodology and Data 3.1 Methodology 3.2 Data Collection 4. Data Analysis and Research Findings 4.1 Situational Analysis of TAs 4.2 Structural Interpretation of English Print TAs 4.3 Appraisal Analysis of English TAs 5. Conclusions and Implications 5.1 Conclusions 5.2 Implications for Writing TAs Bibliography
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